Marketing Report: Coca-Cola's Strategies and Organizational Context

This report provides a comprehensive analysis of Coca-Cola's marketing strategies, focusing on the marketing concept, roles, and responsibilities within the organization. It delves into the importance of marketing for Coca-Cola, highlighting its impact on product diversification, employment generation, and various marketing functions such as pricing, market research, financing, and distribution. The report further explores how marketing relates to the wider organizational context, examining the interrelationship between the marketing department and other key departments like Human Resources, R&D, and Finance. It emphasizes the importance of a strong organizational structure and the cooperation between departments for achieving business goals, as well as an overview of the marketing mix and its comparison with Pepsi. The report also covers the marketing plan and its role in measuring the actual performance of the business in a particular market place.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1: Marketing concept and its role and responsibilities in marketing function.....................1
P2 Roles and responsibilities of marketing relate to the wider organisational context..........3
TASK 2............................................................................................................................................6
P3 Marketing mix of company...............................................................................................6
TASK 3 (Covered in ppt.)................................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES .............................................................................................................................10

INTRODUCTION
Marketing is considered as an important activity in a company through which business in
a marketplace can be defined in a proper and positive manner. By use of effective technique, a
firm can develop its good reputation as well as keep the same for long-term profitability. In this
manner, every enterprise used to conduct proper activities for promoting its brands in a
marketplace through which interest of ample number of customers can be developed. Marketing
is an activity by which an industry make relationship with consumers and exchange its products
with them by gaining their retention (Ahmed and Rafiq, 2013). Thus, in this regard a report has
been prepared on a reputed company of UK i.e. Coca Cola. It is one of the leading industry in
beverage sector and established in 1886. It offers a wide range of refreshable products in almost
200 nations. In this manner, present project entails about major roles and responsibilities of
marketing department as which help in widening organisation too. In addition to this, way of
marketing mix technique is also described with a comparison with its major rival Pepsi. A
marketing plan is presented in last task which help in measuring actual performance of business
in a particular market place.
TASK 1
P1: Marketing concept and its role and responsibilities in marketing function
Marketing is an important function of a company used to advertise its business at a
particular place. They use different types of techniques and tools for determining demands and
needs of customers as well as managing the same. Therefore, this concept helps a firm in
analysing what actually people want to acquire as well as procedure through which it can fulfil
requirement of them. It may leads a business in enhancing image of brands in a particular market
place by completing high expectation of customers and gain their retention (Baack, Harris and
Baack, 2013). Thus, marketing concept aids an enterprise like Coca Cola in acquiring a better
position at market place by promoting its business. It includes some major concept as given
below:-
Production concept: This kind of study helps a firm in measuring risk factors which may
impact on business as well as procedure through the same can be reduced. In this manner,
management of Coca Cola can identify need of modification and distribution so that efficiencies
of business can be increased.
1

Marketing information system: It plays an important role in managing and gathering
information of targeted customers in an appropriate manner. Therefore, it seems to be beneficial
for an association in manufacturing and delivering products or services in high economical way
(Babin and Zikmund, 2015). Among the same, the main advantage of using this concept if
marketing is to manage and develop healthy relationship with targeted audience which helps in
gaining loyalty of them as well.
Important of marketing for coco-cola.
Coca Cola is one of a reputed company as well as known as market leader in non-
alcoholic or beverage industries. In order to keep this image, management of this firm concerns
more on developing marketing strategies. This firm mostly believes in creating product
diversification and using effective techniques to interact with customers. It will help in making
good connection with targeted audience through which loyalty of them can be gained for long-
term profitability (Functions of marketing. 2018.). In addition to this, for keeping business stay
ahead and giving tough competition, it used to do modification in production and operational
activities so that better products can be manufactured. Some major importance of marketing
concept for Coca Cola can be explained as below:- Help in transfer, exchange and movement of products: Marketing assists in making
diversification in products as well as delivering the same to customers as per their
requirement.
 Useful in generating employment: Marketing is the complex function of a company in
which a firm wants highly knowledgeable and talented workers which helps in carrying
out entire activities like promoting services, searching needs of consumers, selling and
delivering goods in proper manner from warehousing to transportation and more (Baker
and Saren, 2016). As per statistical point of view, a company give 40% employment of
total population in marketing division mostly.
Functions of marketing:
Pricing: It is considered as the main function of marketing in which managers are used to
set price rates of products in appropriate manner. In context with Coca Cola, it has given a wide
range of products and use second degree price discrimination policy. This technique is used to
set price of commodities by measuring strategies of biggest competitors present in same
marketplace and belongs to same sector.
2

Market research: In order to gather information related to new trends, changes in
preferences of customers and their taste, presence of competitors, need of modification in
existing technology and system etc. a firm needs to conduct proper research of targeted market
place (Brady,2014). This would help Coca Cola in generating ideas related to potential of
customers, global market scenario and more.
Financing: This function is taken as most important as without proper funding a,
industry cannot run its business in an effective manner. In this manner, marketing managers used
to measure requirements of funds in company as well as sources from where the same can be
fulfilled. This would helps in conducting all operations of business in an appropriate way.
Distribution: It is also considered as most important function of marketing in which
marketers used to deliver products of company in large targeted area. As Coca Cola is a branded
company whose products is available mostly in more than 20 countries of worldwide. This
shows that it has a large distribution channel of marketing.
P2 Roles and responsibilities of marketing relate to the wider organisational context
In order to enhance customer base of a company, all departments perform various types
of responsibilities. All have different roles and responsibilities for increasing profitability. In
context with Coco-cola Company, it is one of the leading brand of UK which deals business in
manufacturing sector as well as also belongs to distribution and marketing of a wide range of
non- alcoholic beverages (Clow and James, 2013). It has sold products in more than 20 nations
worldwide by offering a wide range of beverages i.e. near about 3000 as well as associated with
around 500 brands.
Importance of marketing for Coco-cola
Today in beverage industries, Coca-Cola is considered as market leader whose trademark is
recognized by major portion of population worldwide i.e. near about 94%. In addition to this, it
gains a second position by giving a wide range of delicious and refreshing drinks. In making this
reputation as well maintaining the same, its marketing department plays an important role. By
using different tactics and strategies, this firm holds its reputation gained by running its business
from 132 years. In addition to this, for advertising and promoting brands, Coco Cola has used
famous face personalities as brand ambassadors. It would help in gaining attraction of ample
number of customers towards products which aid in making reliable brand in worldwide also. In
3

terms of turnover, this firm has generated a total revenue i.e. near about $7.5 billion as measured
in last year. Some major importance of marketing in this process can be explained as:
 People: Without a sufficient human resource, functions of a company cannot be done in
proper manner (Huang and Sarigöllü, 2014). Therefore, employees of Coca Cola are
highly talented and knowledgable who help in delivering high customer satisfaction.
 Portfolio: A unique and impressive brand portfolio of a firm helps in providing an edge
over rivals. It describes entire features of an enterprise related to its business which help
targeted audience in comparing products of different companies available at same
marketplace. Thus, in context with Coca Cola, it is the strongest and reliable brands in
non-alcoholic sector. Its wide range of products help in generating more profitability i.e.
near about $1 billion USD in annual retail sales.
 Profit maximisation: It is the another important function of marketing for an association
in which marketers help in promoting brand in targeted area in high economic manner.
They used to consider demand of targeted audience first and deliver them effective
services so that sales performance of business can be increased.
Structure and operation of an organisation:
A structure of an enterprise defines the way of operating activities done in business which
includes allocation of tasks, coordination and supervision of employers to employees in
achieving set goals and objectives in predetermined period of time. In addition to this, it also
defines the system on which various operational activities are done as well as how functions of
the same are interrelated with each other. Thus, it shapes the entire operation of a company.
In this manner, organisational structure of is comprises with various departments like
Human resource, finance, R&D, marketing, operations and more (Joshi, 2012). Employees of all
divisions used to work in coordination in a close manner through which better outcomes can be
obtained. Cooperation and coordination of departments help a firm in producing better quality of
products as per requirement of customers. Thus, creating a good organisational structure help
management of a company in allocating major roles and responsibilities to various departments
in an appropriate way. In addition to this, it is a major responsibility of employers of Coca Cola
to develop and maintain a good relations among employees of different departments as well as
manage coordination among them. This would help in achieving targeted goals of business as
well as increasing profitability in a set period of time. Some important departments of Coca Cola
4

along with interrelationship of them with marketing division can be described in following
manner:-
Marketing and Human Resource Department: Human resource management is a main
function of a company in which HR managers used to hire most eligible candidates in various
departments as per requirement. In this process, they use various methods of recruitment and
selection of introducing right candidates in business (Lovelock, 2011). In addition to this, they
carry out various activities in order to enhance skills and abilities of employees as well as make
them able to work in desired manner. It includes training and development, compensation and
reward, employment legislation and more. As today in high status world, people are liked to
work mostly in reputed firms therefore, it is a major responsibility of marketing division to
promote business in an appropriate manner. Thus, if image of a company is not good then it will
fail in introducing and keeping retention of workers in organisation. So, functions of both
department are depended on each other. As per current scenario, Coca Cola has operated
business in 200 countries where marketing team having 62,000 of employees are working to
spread awareness of its products in wider manner.
Marketing and R&D Department: R&D Department of a firm like Coca Cola carries
out important activities like determining demands of customers, purchasing power of them,
strategies of biggest competitors, trends of marketplace and more. Therefore, it is considered as
most valuable function which acts as source of information. In context with marketing
department, managers help R&D in carrying out all its activities in proper manner. Thus,
functions of both divisions cooperate each other in enhancing sales performance of business.
Finance department with marketing functions: Finance department also consider as
main in which managers used to make proper budgetary plan and keep record of every
transaction related to cash. This would help in reducing extra wastage as well as utilising
resources of business in an appropriate manner. In addition to this, department of finance help
marketing division in measuring requirement of funds as well (Pike, 2015). Through this manner,
they coordinate and cooperate each other in making proper action plan which includes strategies,
activities and more so that funds can be arranged on easy terms and condition. As Coca Cola
deals in manufacturing section and one of the biggest firm in this business so it hasn't face much
issue in terms of raising finance from other source. Therefore, major duty of finance managers is
just to keep record of incoming and outgoing cash as well as utilise resource in proper manner.
5

While marketing department helps them in finding techniques through which the same can be
maintained.
Sales and marketing functions: In order to enhance sales performance, it is major
responsibility of marketing and sales managers to carry out activities properly. As major
functions of both departments are quite looking same i.e. marketers used to identify buying
behaviour of customers which aid sales division in delivering the products in economic manner
(Rossi, Allenby and McCulloch, 2012). In this manner, Coca-Cola use effective advertisement
techniques to help customers in attracting minds of customers in more and more manner so that
sales and profitability of business can be increased.
TASK 2
P3 Marketing mix of company
Basis COCA COLA PEPSI
Place Coca-Cola since the time they have been
established is providing better products
and to come into the reach of maximum
people they are using different
distribution channels which is allowing
them to deliver the products in 200
nations. Cost and profitability is also
considered in this.
People can buy their products from
different retail stores that are
available in various locations. Along
with this, they are dealing in variety
of food chains and restaurants
(Marketing Mix. 2017.).
Products Company is providing products that are
non-alcoholic and it includes
approximately 200 brands that involves
fanta, diet coke, Coca-Cola Zero and
many more (Rowley, 2016). According to
a portfolio they are doing a business of 21
billion dollars which is higher as
compared to other brands. company is
Pepsi provides both beverages and
food items as well and this has come
to around 22 different kinds of
products which includes Diet Pepsi,
7Ups etc.,
6

using its most secret formula for
manufacturing products as a result it is
giving them maximum results in return.
Price Coca-cola set their competitive price
which may aid in inviting number of
customers towards products and services.
with the help of this company increase
their profitability level as compare to its
rivals.
Pepsi is also operate their business at
global level as they offer their
services at affordable cost which may
leads in inviting large number of
customers and at the same time also
cater customers demand
(Silberschatz, Galvin and Gagne,
2014). As they offer their products as
per affordable cost so that every type
of customers can by company
product.
Promotion Coca Cola has set in today's trend when it
comes to advertising as well as branding .
They are using a effective strategies of
promotional by using both print media
consists magazines, papers etc. and
electronic media involve radio,
Television, online and many more. Coca
cola also sponsors several international
events such as FIFA World cup, NCAA,
Olympics etc. as a platform to enhance
their brand name. Therefore, for CSR
fulfil it conduct various activities for
supporting the cause of environmental
and social. Therefore, it enhance their
brands by celebrities as well.
Pepsi directs its activities of
promotional for targetting people
such as family and youth . They are
using both the mediums for
promoting their products which are
electronic media like as television,
online advertisement etc. and print
media such as journals, paper
advertising etc. They also use
celebrity for promoting their goods
by well known faces. In this,
organisation also involved several
international events such as world
football tournaments, cups, cricket
and many more as it aid in promoting
their brand at a international level as
7

well.
People Coca Cola provide huge attention on its
workers as well as their well being. It
recruit more skilful applicants with higher
knowledge and skills along with that also
give them important training for taking a
advantages of competitive to proves an
edge over its rivals in achieving the level
of buyers satisfaction by giving them
effective services (Silver and et. al.,
2012).
Pepsi spend appreciable amount on
its revenue and workers for making
them good in their work by giving
sessions of training and development
so they can efficiently manage the
doubts of buyers as well as help them
in giving solutions.
Process This organisation follows a process of
hidden and transparent . It is having
facilities over approx 900 manufacturing
as well as bottling facilities. In this, CSR
adherence organisation is working to
maintain and reduce along with that
stabilize emission pollution from its
producing plants. Along with that
digitalization firms has established its
online as well as website portals from
where buyers can access any time along
with that any information linked to
organisation which advertising on
developing loyalty and trust of them
towards firms.
Pepsi is working on its CSR towards
evolving the process of producing a
product which is environment
friendly. Along with this by their
website it keep on updating data and
information linked with company for
example reports such as $1.4 billion
USD which organisation spent on
women-owned business for
supporting small enterprises which
are having similar objectives as
firms. It assist in developing buyers
trust and loyalty.
Physical
Evidence
Coca Cola is operating their business in
more than 200 nations along with that
they are serving 1.6 billion per day. By
Pepsi's goods are distributing across
200 countries making a second
biggest industry in food and
8

heavy applying of digitalization in its
strategies of marketing organisation keep
on tracking their buyers and changing
preferences and needs along with that
gives goods according to their demands
and needs for increasing higher numbers
of sales (William and Zikmund, 2012).
beverages. Its website gives detailed
information including its history,
process of manufacturing etc.
TASK 3 (Covered in ppt.)
CONCLUSION
From this present report, it has been analysed that marketing is a major function of an
enterprise which helps in attaining success of business in a given period of time. This kind of
function is carried out by all type of companies belong to manufacture, retail or other kind of
business. Therefore, in this manner as per kind of business and objectives of firm, marketing
managers used different type of strategies and policies to promote products or services of a
company. In this manner, they have to make a proper marketing plan also which entails actual
position of business also. This would help in measuring effectiveness of techniques so that better
strategies can be used to enhance sales performance.
9

REFERENCES
Online and Journal
Ahmed, P.K. and Rafiq, M., 2013. Internal marketing. Routledge.
Baack, D. W., Harris, E. G. and Baack, D., 2013. International marketing (Vol. 3). Sage.
Babin, B. J. and Zikmund, W. G., 2015. Essentials of marketing research. Nelson Education.
Baker, M. J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Brady, D. L., 2014. Essentials of international marketing. Routledge.
Clow, K. E. and James, K. E., 2013. Essentials of marketing research: Putting research into
practice. Sage.
Huang, R. and Sarigöllü, E., 2014. How brand awareness relates to market outcome, brand
equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-
132). Springer, New York, NY.
Joshi, M., 2012. Essentials of marketing. Bookboon.
Lovelock, C., 2011. Services marketing: People, technology, strategy. Pearson Education India.
Pike, S., 2015. Destination Marketing: Essentials. Routledge.
Rossi, P. E., Allenby, G. M. and McCulloch, R., 2012. Bayesian statistics and marketing. John
Wiley & Sons.
Rowley, J., 2016. Information marketing. Routledge.
Silberschatz, A., Galvin, P. B. and Gagne, G., 2014. Operating system concepts essentials. John
Wiley & Sons, Inc..
Silver, L and et al, 2012. The essentials of marketing research. Routledge.
William, K. and Zikmund, B.J., 2012. Essentials of marketing research. London: Cengage
Learning.
Online
Functions of marketing. 2018. [Online]. Available through:
<http://smallbusiness.chron.com/functions-marketing-business-32399.html>. [ Accessed
on 25th July 2017].
Marketing Mix. 2017. [Online]. Available through:
<http://www.marketingteacher.com/marketing-mix/>. [ Accessed on 25th July 2017].
10